DaimlerChrysler on the offence
Auto industry 'is all about product': Zetsche

DETROIT, Mich. - In football terms the adage that "the best defense is a good offence" has been fully embraced by DaimlerChrysler, which seeks to drop kick the competition with a barrage of new products playing on design, quality and performance.

While design has been a priority for DC vehicles in recent years, a new emphasis on performance centres around the availability of 5.7-litre HEMI V8 power in most of the eight new (and one refreshed) vehicles the company will debut next year as either 2004 or '05 models.

Two of the models, all of which were debuted under a photographic embargo, will be built in rear-wheel drive format at the company's Bramalea, Ontario, assembly plant.

DC's offence "needs to be based on product," Dieter Zetsche, president and CEO, told reporters at an unprecedented long-lead unveiling here, Monday. "It's what this industry is all about."

Over the next 36 months, DaimlerChrysler will release 25 new models with renewed focus on styling as well as segment and product innovation, he said. Common production themes will centre on safety, quality, environmental friendliness and value. Here's a brief rundown:

o Also rear-wheel drive and with available HEMI power - and also built in Bramalea - the '05 Dodge Magnum is a big wagon with bold styling. Its huge crosshair grille and a broad, muscular stance set it apart visually from every other wagon currently on the market. The Magnum initially will be available in Canada only to the fleet market.

o The '06 PT Cruiser convertible will be the only such vehicle with a pass-through trunk and a 'fold and tumble' rear seat. It will have 10 inches more rear seat legroom than either the convertible VW Beetle or Ford Mustang, giving it the most interior volume in its class. Debuting in March, a turbo engine will be optional.

o The Crossfire SRT-6 will drive its rear wheels with 330 horsepower and sprint to 100 km/h in a tick over five seconds. A 2-seat Roadster convertible is due to follow later in the year.

o The '04 Dodge Durango, debuting this month, is built from the ground up as a "refined" SUV with best space, power and capability for the money in its class. Maximum towing capability is 4068 kg with a base MSRP up to $2,000 U.S. below '03 exit pricing.

o The '04 Jeep Wrangler Unlimited gets a 10-inch longer wheelbase, a 15-inch longer body with two inches more second-row seating and 13 inches more cargo room behind the back seats. It will tow 1590 kg and have more off-road capability for steep hill climbs plus "better road manners."

o The '05 Jeep Grand Cherokee boasts an "evolutionary" design with a longer wheelbase and a wider track. Bigger and wider-opening doors allow for easier entry and exit. It, too, will offer the HEMI engine option.

o Jeep Liberty gets a front-end styling 'refresh' with wheel-flare guards, skid plates, light bar, lamp covers and heavy-duty luggage rack. The '05 Renegade model will offer a 2.8-litre common-rail diesel engine option with 25 to 30 per cent improved fuel economy over the 3.7-litre gas-powered V6.

o The '05 Dodge Dakota mid-size pickup will offer the only V8 in its segment and feature best-in-class horsepower, towing capability, torque and interior space.

o The full-size Ram pickup will offer either the Viper sports car's V10 engine or a 6.1-litre Cummins diesel with a stump-pulling 600 lb-ft of torque developed as low as 600 rpm.

DC plans to match the industry's best products in terms of quality by 2007, Zetsche said. "Without quality, there can be no future."